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November 30, 2000

Colorful redesign proves just plain nutty

When Bailey Design Group (Plymouth Meeting, PA) began redesigning the 60-year-old package for Goldenbergs Peanut Chews, consultants there felt a break with the past was necessary.

The old package was fairly simple with only a red-and-blue stripe to add color. Denise Bosler a designer with Bailey wanted to keep the red because it was a source of recognition for Goldenbergs loyal customers. But because the candy has been around since 1890 she wanted the new look to appeal to a younger generation. The bright new packaging uses custom hand lettering for the logo as well as a vignette of the candy cut in half. This was necessary because research had shown that consumers wanted to know exactly what they were purchasing. The new packaging which is flexo-printed in seven to eight colors began hitting store shelves early this fall.